Building Client Loyalty that Lasts: Insights from Fresha’s Expert Panel

How do you turn a first-time visitor into a lifelong client? 

At Salon International, Fresha hosted a live panel that featured four industry experts who have mastered the art of building client loyalty. Off the back of Fresha’s newest client loyalty add-on launch, we wanted our panel session to explore the psychology behind loyalty, the power of personalised experiences, and why true loyalty goes far beyond reward points. Moderated by Phoebe Rowley, Account Manager here at Fresha, our panel shared what client loyalty really looks like in 2025, and how emotional connection, not just discounts, drives repeat business. 

• Josh Lamonaca, Co-founder and Head of Education at MENSPIRE  — a global men’s grooming and education brand with over 25 locations worldwide.
• Ricky Walters, Founder of Salon 64 (Soho) — a celebrity favourite and known for reimagining the salon experience with a hospitality-inspired approach.
• Frankie Farnesi, Co-Founder of Naked Hare (Brixton) — an inclusive, eco-friendly salon focused on safety, comfort, and community.
• Darren Webster, Founder of Webster & Carr (Newcastle) — an award-winning barbershop where craftsmanship meets care.

Below, you will find key insights from the discussion that will help you make decisions that boost your client loyalty approach and its success. 

What Loyalty Really Means

“Loyalty is about building an emotional connection to your brand,” said Ricky. “When clients feel emotionally invested, they’re not just coming for a haircut; they’re coming because they believe in what you do. It’s like friendship.”

For all four panelists, this topic resulted in a unified front, which is that loyalty comes down to trust and consistency over anything else. Frankie from Naked Hare noted that her clients often return for the same therapist and the same experience, because let's face it, we’re creatures of habit and we love comfort and stability. 

“Clients come back because they trust you and the service you provide,” she shares. “In beauty, especially for treatments that can be quite intimate, comfort is everything. Clients want to feel safe, see the same therapist, and know they’ll receive the same level of care each time.” 

Darren then agreed, adding that loyalty is the absolute foundation of sustainability in business. “Every appointment should feel like the first, with the same level of attention and care,” he says. 

Psychology of Client Loyalty

Another unified front of client loyalty appeared through the question that Phoebe poses, “Let’s talk psychology — what makes clients truly loyal to a business? Beyond price or convenience, what keeps them emotionally connected?”

“For me, it’s the human touch. In an age where everything’s digital, human connection stands out. I was recently on a photo shoot where no one spoke for twenty minutes because everyone was glued to their phones. We finished the shoot, followed each other on Instagram, but no one actually connected,” shares Ricky. “In hospitality, five-star hotels still have doormen even though automatic doors exist. Why? Because the first and last impression should be human. That’s emotional design: creating meaningful touchpoints that technology can’t replicate.”

Darren adds, “We talk about 'friend-zoning' clients. Not in the negative sense, but in the idea of building genuine rapport. Treat them like friends, not transactions. Chat with them, follow them on social media, celebrate milestones. When people feel known and appreciated, they stay.”

Josh finishes with “people remember how you make them feel more than the haircut itself. If you can combine emotional connection with technical excellence, you’ve got loyalty for life.”

Loyalty Programs that feel Personal

An interesting takeaway is that not all our panelists run formal loyalty programs, yet they all have fiercely loyal client bases. 

Frankie and Darren both utilise Fresha’s built-in loyalty tools, rewarding clients with points and small perks, but both agree that in the end, the key is authenticity. 

“If loyalty programs start to feel gimmicky, they lose impact,” says Darren. “Clients can tell when something’s sincere and when it’s just marketing.”

Meanwhile, Ricky and Josh rely on experience-led loyalty.

“We don’t have a formal loyalty program, but we do reward loyalty in our own way. Our clients get early access to events, new products, and even private evenings at the salon. It’s more about creating moments of exclusivity that make them feel valued,” shares Ricky.

Josh then says, “Same here. I think our 'loyalty program' is really the education we provide. We share styling tips, tutorials, and product advice with clients. That ongoing value builds loyalty far more than a stamp card ever could.”

Building Emotional Relationships

A common denominator throughout the panel discussion is the emphasis on building relationships that veer more towards friendships and familiarity than a strict client/stylist bond. But how exactly do you encourage this organically?

At Salon 64, Ricky hosts events in the salon, such as launch parties, brand collaborations, and networking events, to help their clients feel like they’re part of something much bigger than just a haircut on a Saturday morning. Darren from Webster & Carr creates a “clubhouse” environment through workshops and charity events. 

Josh sums it up perfectly: 

“When clients see that you’re passionate, authentic, and invested in your craft, they respond with loyalty. It’s about integrity and connection. People might forget what you did, but they’ll never forget how you made them feel.”

Avoiding the Common Pitfalls 

Before wrapping up, the panelists shared common mistakes to avoid: 

• Overcomplicating rewards - “If it’s too complex, clients won’t engage,” says Frankie.
• Neglecting regulars - “Don’t chase new clients at the expense of the ones who already believe in you,” said Darren.
• Focusing only on discounts - “Loyalty isn’t about saving money; it’s about creating experiences,” added Ricky.
• Inconsistency – “It’s the little, everyday details that build trust,” said Josh.